¿Necesitas más visibilidad en LinkedIn? ¿Te preguntas cómo involucrar a los empleados con tu strategy from contents de LinkedIn? ¿Quieres poder convencerlos de compartir tu contenido en LinkedIn?
In this article, you'll discover four ways to help your employees share more company content with their personal networks on LinkedIn.
Why encourage employees to share your content on LinkedIn?
Hacer que tus colegas se involucren en tu marketing de LinkedIn, a menudo conocido como defensa de los empleados, puede generar grandes recompensas, tanto para los empleados como para la empresa. Como táctica de marketing, alentar a los empleados a compartir tu contenido en LinkedIn, así como los valores y mensajes de la marca es una forma estratégica y sostenible de ampliar el scope y el compromiso con los clientes, prospectos y otras partes interesadas clave en LinkedIn.
Existe una regla fundamental que establece que las persons hacen negocios con personas que conocen, les agradan y en las que confían. Entonces, en LinkedIn, se trata de usar perfiles personales en lugar de centrar los esfuerzos en la página de la empresa.
Las estadísticas de ventas sociales también confirman que el éxito en las redes sociales proviene de los perfiles de los empleados y no de los perfiles corporativos. Según un informe de We Are Social y Hootsuite:
- People are 3 times more likely to trust content shared by people they know than content shared by brands.
- People are 8 times more likely to interact with content shared by employees than with content shared by brands.
- People are 24 times more likely to share content shared by employees than content shared by brands.
- Los clientes potenciales generados por los empleados se convierten 7 veces más frecuentemente que cualquier otro tipo de client potencial.
Es posible que desees compartir estas estadísticas con tus colegas cuando comiences a pedirles ayuda para compartir tu contenido en LinkedIn (es decir, distribuir el contenido que publicas en la página de tu empresa de esta red). Una simple reacción, como un me gusta, un comentario o compartir, ayudará a que el contenido de tu página llegue a su público target de una manera en la que tu página no puede lograr por sí sola.
To further convince non-marketers to share your content on LinkedIn, it would be interesting to demonstrate the importance of personal profiles versus a company page that uses their own data, like this:
- Share how many followers your company page has.
- Shows how many employees shared a recent post on the company page.
- Share how many followers / connections those employees collectively have. This number is likely to far exceed the number of page followers, especially for small and medium-sized businesses.
Once employees understand why you need their support and the power of their profiles, they will have no problem sharing your content on LinkedIn and thus helping to expand the content of your company page, here are some ways to support the activities of those employees.
As a LinkedIn Page manager, you can let your colleagues know when you've posted an update on your company page using LinkedIn's Employee Notifications feature, so they can. All employees need to do is react (eg like), add a comment, or share your content on LinkedIn with their own network.
To use this feature, first post the update on your page. Then, click the "Notify Employees" button in the upper right corner of the post.
Employees who have linked to your Company Page in the Experience section of their LinkedIn profile will receive a notification, both on desktop and mobile.
Ten en cuenta que los administradores de la página solo pueden notificar a los empleados una vez al día. Las notificaciones se envían en función de un modelo de relevance que tiene como objetivo notificar a un grupo crítico de empleados mientras maximiza la experiencia general de los miembros de LinkedIn. Algunos empleados, incluidos los administradores, no recibirán una notificación si el modelo de relevancia determina que la actualización no es contenido con el que probablemente interactúen en función de su historial con la página.
Employees can choose not to receive these notifications at any time.
Professional advice: In your LinkedIn Company Page analytics, updates will be tagged with “Employees Notified” so you can measure the reach and engagement generated by notifying your colleagues about page updates.
Help employees optimize their LinkedIn profiles
Para aprovechar al máximo los empleados que comparten el contenido de tu página, ayúdalos a optimize sus perfiles de LinkedIn to present themselves and your company in the most credible and professional way.
Explícales paso a paso sobre cómo agregar información a las secciones clave del perfil. Muéstrales cómo cargar una foto de perfil y una imagen de encabezado; escribe un titular que no be solo el puesto de trabajo y el nombre de la empresa predeterminados; y completa los detalles Acerca de, Experiencia y Educación.
To help your colleagues write their LinkedIn profiles, consider providing a sample copy of the "About" section and some standardized text for your current role in the Experience section. It is advisable to include a brief description of the business, as well as describe the key roles and responsibilities.
Así mismo, puedes proporcionar fuentes de medios enriquecidos para que las personas las incluyan en la sección “Experiencia”. Puedes recomendar páginas Web para vincular y proporcionar archivos PDF, presentaciones y videos. Seguir estos pasos ayudará a los empleados a convertir sus perfiles de LinkedIn en carteras reales, presentar mejor el negocio a cualquiera que vea el perfil de ese empleado y generar traffic en el sitio web.
También proporciónales una lista de habilidades aplicables que se relacionen con tu industria y negocio. Los miembros de LinkedIn pueden agregar hasta 50 keywords en su perfil para lograr aparecer en los resultados de búsqueda.
Una vez que tus colegas hayan optimizado sus perfiles de LinkedIn, infórmales sobre cómo utilizar esta social network y como compartir tu contenido en LinkedIn para construir una red poderosa. Cuanto más efectivamente hagan crecer su red, mayor será la oportunidad para que el contenido de tu página llegue a su público objetivo.
# 2: Use LinkedIn's “Teammates” feature to prioritize content from company contacts in the LinkedIn feed
To foster greater internal collaboration within the company, encourage employees to use the "Teammates" feature, which is currently being tested by LinkedIn. This feature will ensure that employees see LinkedIn updates from their current team, such as their manager, teammates who report to their manager, other colleagues, and direct reports.
Notifications include updates like work anniversaries, birthdays, posts, shares, and comments. Teammates won't see any private actions, such as direct messages, searches, or job posting views.
- To use the function Teammates On LinkedIn, click the "My Network" icon at the top of your LinkedIn home page and click Teammates on the left.
- Then, you will be redirected to a list of current team members. Anyone you want to add as a teammate must have your company on their LinkedIn profile.
- Click the "Add" icon to add a manager, teammates who report to their manager, other teammates, or direct reports.
- In the "Add teammates" field, type the name of a teammate you would like to add and then click "Add." If you are not connected with your teammate on LinkedIn, you will need to click "Connect."
- Once you've added your teammates (manager, peers, etc), you'll receive a notification alert and have the option to verify your relationship, which will prioritize how they view your LinkedIn activity on your feed. If they indicate that the information is incorrect, your LinkedIn activity will not be prioritized in their feed. You will continue to receive prioritized content from them because you have added them as a teammate.
Your teammate list is only visible to you, although your connections may be notified when you add teammates. At any time, you can manage whether you want to receive notifications about all updates, highlights, or only updates related to you.
LinkedIn is working to improve the feature and you will soon be able to add other types of important coworkers and professional relationships. At this point, you can add up to one manager, 19 teammates reporting to their manager, 20 direct informants, and another 30 teammates. Any teammates who no longer work for the same company will be automatically transferred to their previous team.
# 3: Request Employee Content for Your LinkedIn Company Page
As a marketer, you need to collect relevant news within your company to share on LinkedIn. You will need to monitor what employees are working on and request content that reflects the culture of your company. And if you are not an expert in the field, you may need the help of employees to create some of your content for LinkedIn.
These challenges are not unique to social media, but with the requirement to produce regular and timely content, you must set up internal processes to gain employee support.
Here are some tips to get results:
- Share your social media and marketing plan across the company so employees understand what you are trying to achieve.
- Find social media champions among employees. Perhaps you will identify one key contact per team who can be their reference person.
- Offer to include employees on your social media profiles. Playing with their ego could help them get all the important content behind the scenes that gets high engagement on LinkedIn.
- Ask employees simple questions to get their input: What customer successes can you share this month? What are the frequently asked questions from your prospects? What's your take on this latest industry news article?
- Don't rely on email for answers. Invite employees for coffee (or virtual coffee) to ask their questions. Record the conversations (with permission) so you can fully participate, then use an app like Otter.ai or Rev to transcribe them later.
- Close the loop and share feedback (including performance metrics) on the LinkedIn content employees help you create. If they can see the results of your contributions, they will be more likely to continue helping.
# 4: Guide and Support Employees to Post Their Own LinkedIn Profile Updates
While getting employees to share content from your LinkedIn Page is very supportive, you may also want to help your non-marketing colleagues create their own content for LinkedIn, posts that their teammates can share, and more. network connections.
Some employees will be able to dive right in, knowing what they want to post on their profiles and will agree to share your content on LinkedIn, but others may need some suggestions. Here are some examples:
- What are you working on / preparing for?
- ¿Qué estás esperando? (Por ejemplo, un event o presentación)
- What did you learn from a recent event you attended?
- What has inspired you / that you would be willing to share? For example, have you watched a TED talk or found a great new resource?
- Have a question about a recent industry news?
In addition to sharing these ideas, consider providing hands-on technical assistance to employees who don't have the confidence to post on LinkedIn. Include best practices like the best LinkedIn hashtags to use. Offering ongoing training and guidance can help ensure consistency across the business.
It's also important to share some dos and don'ts when posting on LinkedIn, such as not violating customer confidentiality. You can provide a detailed social media policy or an internal document with examples. Here's a "before posting" list that I use:
- ¿He leído el link que estoy compartiendo?
- Am I sharing information from a trusted source?
- Who will see this post? Is it relevant to my audience?
- Does this post reflect positively on me / my company?
- It is true? It is useful? It is inspiring?
- Would it be better to send this information as a private message?
- What additional information or opinion can I include to give context to this post?
The easier it is for non-marketers to support your LinkedIn marketing, the better. You can also encourage them to measure their individual success by analyzing their LinkedIn profile using this social network's dashboard.
conclusion
Asking colleagues and peers for help on sharing your content on LinkedIn is never easy, but when it comes to getting results from your LinkedIn marketing efforts, it pays to get them involved. Marketers may have all the technical skills for social media management and lots of content ideas; however, they may not always be the subject matter experts within the company. And they may not have the largest network of customers and prospects among their own connection lists.
This is why you should consider involving employees in your LinkedIn marketing. Show them how your profile can be a tool that can support your broader business strategy.
What do you think about asking your employees to share your content on LinkedIn? Which of these tactics will you try to get your colleagues involved in your marketing strategies for this social network? Share your thoughts in the comments below.
